LOOKFANTASTIC turns billboards into fragrance samplers

In a category where product experience is everything, LOOKFANTASTIC chose to take scent out of stores, and onto the streets.

To mark National Fragrance Week, the beauty retailer, in collaboration with BUILDHOLLYWOOD’s JACK, transformed a billboard in East London into a fully interactive fragrance installation. Instead of simply showcasing visuals, the site featured tearaway perfume samples embedded directly into the poster, allowing passersby to physically engage with the product.

The idea was simple but effective: don’t just show the product, let people try it.

Featuring scents from brands like Gucci, Jo Malone, and Guerlain, the installation invited pedestrians to pick, peel, and experience the fragrances in real time. As samples were removed, the artwork underneath gradually revealed new layers, turning the billboard into a constantly evolving canvas.

What makes the campaign stand out is how it rethinks the role of OOH. Instead of a one-way communication channel, the billboard becomes participative, shifting from passive viewing to active engagement. Every interaction doesn’t just consume the campaign, it reshapes it.

Executed at 1 Quaker Street in Shoreditch, a high-footfall, culture-heavy zone, the placement further amplified its relevance. The campaign tapped into existing consumer behaviour, sampling, sharing, discovering, and simply relocated it to a public, urban setting.